Conceptual Framework of the Impact of Social Media Adoption by Selected MSMEs in Zimbabwe

Abstract

Changes in the environment affect the growth of Micro, Small and Medium Enterprises (MSMES). Thus, MSMEs have to adopt innovative ways to grow and contribute meaningfully to the economy. A number of studies have been carried out on the adoption of social media by Small and Medium Enterprises (SMEs) worldwide but empirical evidence for MSMEs in the ICT and light engineering sector is still a dearth. This paper, therefore proposes a conceptual framework based on Technology Organization and Environment (TOE) and Diffusion of Innovation (DOI) frameworks to examine the impact of social media adoption by selected MSMEs in Zimbabwe to enhance their growth. The framework suggests four key factors that influence social media adoption and hence improve business performance. The key factors are generalized to 1) owner manager characteristics, 2) social media diffusion, 3) the organization’s size and characteristics and 4) the environmental factors such as competition and regulatory framework. Empirical testing to validate the conceptual framework is needed to help MSMES from all sectors to effectively use social media applications in order to enhance growth.